ipsy and Michelle Phan have entered into a definitive agreement for Divinium Labs, LLC, a company owned by Phan, to acquire EM Cosmetics. As such, Phan will be moving on from ipsy to focus on leading EM Cosmetics.

Ipsy (Personalized Beauty Discovery, Inc.) was co-founded in 2011 by Marcelo Camberos, Jennifer Goldfarb, and Phan in 2015 after Phan parted ways with L’Oréal.
L’Oréal USA inked its deal with the You Tube star back in 2013.

“The idea of building an innovative beauty company for the creator generation is what created ipsy. Michelle was pivotal in growing our creator community to over 8,000 creators, 4 successful yearly Generation Beauty events and over half a billion monthly content views. We thank Michelle and are excited to see where she will lead EM Cosmetics in the future,” said Jennifer Goldfarb, ipsy co-founder and president.

“I’m excited to continue to develop EM Cosmetics for my community. Leading EM Cosmetics will allow me to realize my vision of building a global beauty brand with innovative R&D and increased vertical integration. It’s been fun and rewarding to help build ipsy from the ground up, as we’ve seen creators fundamentally change the face of the beauty industry,” said Phan.

ipsy today also announced the launch of ipsy Shopper, a personalized beauty shopping service.

“At ipsy, we have always embraced an entrepreneurial spirit supporting over 300 beauty brands from the largest name brands to start-ups disrupting the space. Being objective is what allows us to serve our community of ipsters with a broad range of looks and products that help them express their unique beauty. Consistent with that strategy, we’re now excited to announce ipsy Shopper, a personalized beauty shopping experience, that will launch in November to support our wide variety of brand partners with over tens of thousands of SKUs,” said Marcelo Camberos, ipsy co-founder and CEO.